I walked away from my favourite burger joint over two paid squirts of ketchup. In most eateries, whether standing in a chips-and-chicken shop in the middle of the night, or seated at a fancy restaurant, tomato sauce comes with fries, by the bottle! Their small savings turned a loyal customer into an ex-customer. It is a trivial example, but businesses often make penny-wise choices that erode their treasured customers’ experience, loyalty and quietly drain revenue.
Even though the statistics on the impact of Customer Experience (CX) on competitiveness are eye-catching, it is hard for most leaders to articulate what needs to be done to make their companies more customer-centric. Companies that are leaders in CX achieve growth rates 3.4 times those of CX laggards, and leaders in CX can charge more than 16 percent more than their competitors. This is news that should make every leader sit up. Here is a simple four-step framework that teams can use to evaluate whether they are being customer-centric.
The HELO framework is an approach based on service design and design thinking. These methods give tools and guidance on deeply understanding your customer using empathy and isolating the challenges that the customer has to align the solution offering to solve the real problem.
The first step, H, for Human, is to assess whether your company is using qualitative tools to uncover its customers’ needs, challenges and aspirations.
Having your executives walking the floors and meeting customers is an absolute first step, but an intentional user research exercise will uncover the “why” behind customer preferences and choices. What you end up with is personas that explain motivation, context, and emotions. Having a practice of preparing well-defined personas is an essential part of a customer-centric organisation.
Now that personas are defined, map the Experience (the ‘E’) to find the key moments to enhance. It is important to distinguish between the user journey or the customer steps in a digital application, and the customer’s actions, thoughts and feelings throughout their journey, which is the customer experience journey.
The latter is viewed through the customer’s eyes, charting the complete path to and through your product, mapping every touchpoint from awareness to usage and retention. Some of the most cost-effective interventions and opportunities occur before and after the usage of the product.
The next step is to zoom into the point of the journey that needs improvement, which we refer to as Links (the L), or the touchpoint. These touchpoints connect to form the overall experience, like links in a chain. At this point, you have a clear view of where, along the customer journey, the biggest opportunities to make a difference lie.
Often, companies want to jump directly to fixing touchpoints, but without the insights of the previous stages, it is often based on blindly copying competitors and ending up with an undifferentiated offering that lacks any inspiration from your customers. It is no wonder we are surrounded by me-too products.
The O in our framework is for Organisation and is often the most difficult. However, it gets to the heart of the changes that the organisation needs to make to become more customer-centric.
A powerful tool to use here is the Service Blueprint. The blueprint is a map of the backstage processes that helps to break down both operational silos and siloed thinking.
For example, shouldn’t it be an easy win for my bank, where I have personal accounts and business accounts, to offer me a prequalified credit card or a car loan? It isn’t today because each product is run as its own business. This is often where innovators leap ahead; by creating efficiencies and agility that is aligned directly to customer needs and value, and this may be why your company is struggling to execute on a customer-centric strategy.
The HELO framework is a CX field guide with unmistakable guideposts to customer obsession. Run it as an assessment: how would your company fare? If the answer stings, it may be time to meet your customer again, and this time say “HELO”